“There is nothing new under the sun”, the famous saying goes. It actually comes from the book of Ecclesiastes in the Old Testament – written well over two thousand years ago!

The fact that it has resonated down the centuries, and (ironically perhaps) feels as fresh today as it ever did, surely points to the fact that for all the abundance of possibilities in life, we actually experience much the same things as each other, just in different formats or settings.

In the communications...

The best client-agency relationships involve a creative partnership – listening and inputting on both sides. The client knows their business and their sector best and may also have a strong in-house marketing and communications team. Meanwhile, the agency knows (or should know) the best routes to market and have a strong sense of what’s going to resonate most in the media and other external forums.

To simplify what can be a complex equation, it’s when content knowledge meets communications...